Opt-out instructions must name a recognised keyword
The requirementstatement
Opt-out instructions in message bodies must use a widely accepted keyword, not an invented alternative.
- Severityseverity
- HighHIGHRejected by at least one carrier or provider, and a common cause of failure at the rest.
- When it bitesphase
- Gates approvalapprovalGet this wrong and the brand or campaign is refused at registration.
- What is checkedobject
- campaign.sample[]
- Where it liveslayer
- Message contentMESSAGE_CONTENT
- How Ekas settles itdetectability
- DeterministicDETERMINISTIC
- Settled in code from the values you submitted. No model involved, no judgement call, same answer every time.
- What the fix involvesfailureClass
- Fix the fieldRETRY_FIELD
- A better value in the form fixes it. Ekas can rewrite it and re-check.
- Who requires itauthorities
- CTIAFCCTCR
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
Handsets and carrier platforms recognise a fixed keyword set, so an instruction like "text 2 to opt out" produces a reply nothing acts on — the consumer believes they have unsubscribed and keeps receiving messages. That is the exact scenario that turns into a complaint.
How to fix itremediation
Use STOP in message bodies. Reserve other keywords for the declared keyword list rather than advertising them as the primary route.
A compliant exampleexample
Reply STOP to opt out, HELP for help.
Common mistakespitfalls
- "Reply 2 to unsubscribe" and "text QUITNOW" both fail — handsets do not route them.
Rules you will hit next
6 other rules read campaign.sample[]. Fixing one field to satisfy a single rule is how a resubmission trades one rejection for another, so read these before you change anything.
CMP-SAMPLE-COUNTAt least two sample messages are requiredBlockingBLOCKINGCMP-SAMPLE-LENEach sample message must be 20–1024 charactersBlockingBLOCKINGMSG-031Sample messages must be in EnglishBlockingBLOCKINGMSG-042Every message must identify who is sending itBlockingBLOCKINGMSG-171Messages must not harass, intimidate or threaten the recipientBlockingBLOCKINGMSG-210A political donation programme may not include gaming-related fundraisingBlockingBLOCKING
MSG-049 is one of 122 message content rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.